TBWASingapore has launched its Innovation Lab, the first Centre of Excellence within TBWA’s Asia Pacific network, with support from the Singapore Economic Development Board (EDB).
The lab positions Singapore as what the agency describes as a regional proving ground for AI-led brand innovation. It is aimed at helping companies translate ambition into scalable experiences, intelligent systems and new growth models powered by emerging technologies.
According to TBWASingapore, the initiative was established in response to a shift in how brands operate. As customer expectations evolve faster than traditional marketing and innovation cycles, brands face mounting pressure to build, test and learn at speed, while ensuring ideas remain commercially viable.
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Unlike traditional innovation labs that often focus on large-scale, long-horizon initiatives, TBWASingapore said its model centres on rapid prototyping, early proof of concept and disciplined scaling. The lab will support brands in identifying new growth spaces, testing ideas quickly and scaling only those that demonstrate clear value.
Artificial intelligence sits at the core of the lab’s model, compressing timelines across insight generation, ideation, experience design and production. This enables teams to prototype immersive brand experiences within weeks rather than months, while pressure-testing concepts early to compound learning across projects.
Beyond AI, the lab will explore applications of robotics and intelligent systems across education, training, service design and social impact. Virtual and augmented reality capabilities will also be deployed to create interactive brand environments designed for deeper and repeat engagement.
The launch formalises capabilities the agency said it has already delivered in market, including immersive experience platforms developed for Singapore’s arts and culture sector to deepen audience engagement through interactive digital environments. The lab will also extend existing work in designing bespoke AI agents and AI-enabled operating systems integrated into creative, production and strategic workflows.
With EDB’s support, the Innovation Lab will develop, test and refine ideas locally before scaling them across clients, categories and global markets. The agency added that partnerships with educational institutions and industry players will form part of efforts to strengthen Singapore’s technology and innovation ecosystem.
Beyond client work, the lab will also play a role in shaping the agency’s talent strategy. Under the leadership of Mandy Goh, head of talent and human resources at TBWASingapore, it will operate as a training and incubation platform for hybrid skillsets spanning creativity, technology, systems thinking and cultural intelligence.
This includes upskilling existing employees, developing new career pathways and incubating roles that do not yet formally exist, with a focus on preparing both the agency and its clients for rapid technological change.
“Technology has finally caught up with creative ambition. AI and immersive platforms allow us to build, test, and learn at a pace the industry simply couldn’t achieve before. This Lab exists to ensure that speed is used responsibly, creating brand experiences that are richer, more engaging, and grounded in real value, not hype,” said Mandy Wong, CEO, TBWAGroup Singapore.
In tandem, Junie Fo, vice president and head of professional services at EDB said, “TBWASingapore’s Innovation Lab will harness AI in marketing and advertising to support businesses, while partnering our Institutes of Higher Learning to develop the next generation of AI-savvy talent.”
“Firms such as TBWASingapore play an important role in Singapore’s marketing ecosystem, strengthening our position as a trusted hub for professional services. We look forward to working with TBWASingapore to advance AI transformation in the marketing sector,” she added.
Goh said the future of the industry will hinge on new hybrid skillsets, adding that the Innovation Lab provides a live environment for teams to train, experiment and incubate talent for emerging roles the agency and its clients will require, rather than only those that currently exist.
The move comes amid a broader push by companies in Singapore to formalise AI capabilities through dedicated centres. In May last year, Grab launched its first Artificial Intelligence Centre of Excellence in Singapore, backed by Digital Industry Singapore (DISG), as part of efforts to scale AI-driven solutions across Southeast Asia.
Located at its GrabHQ@one-north campus, the centre was set up to address regional challenges through AI applications in accessibility, productivity and smart city infrastructure. It is expected to create at least 50 high-value roles by 2025 across product, engineering, data science and analytics functions.
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